General learning objectives:

The aim of this unit is to familiarise students with scientific decision-making tools to aid in the solving of practical international marketing tasks. It will focus on B2C as well as B2B marketing concepts and tools. The course provides an introduction to a variety of marketing topics and a basic set of theoretical frameworks and analytical tools for use in the marketing practice. It will include a variety of case studies and live cases.

Marketing is an introductory marketing course that focuses on three broad competencies: analyzing marketing opportunities, developing marketing strategies, and implementing marketing strategies. It introduces primary analytical approaches, tools and techniques that marketers use to make sense of their environment, choose appropriate strategic responses, and manage the implementation of marketing strategies.

The content of this course emphasizes both conceptual and practical issues. Prior knowledge of marketing is not assumed, but your prior marketing education and experience will determine how much preparation you will require.

As a case-based graduate-level business administration course, the course requires advance preparation and participation. The quality of learning that takes place in class sessions will therefore largely depend on the participants’ preparation and participation class discussions.

Every participant in the class has a responsibility to themselves and their peers to complete pre-class case analyses and readings to understand the relevant marketing concepts in advance.

Detailed learning outcomes:

Understanding the volatility of the different environments in which organisations act

Opening the mind to a fast changing climate and identifying frameworks for assessing opportunities and threats for companies

Understanding the difference between B2B and FMCG markets and the different related buying behaviours

Planning the marketing process in a complex environment focusing on a systems and process view of marketing in relation to other management disciplines

Developing market analysis tools as preparation for strategic choices

Understanding different marketing strategies and opportunities which focuses on the analytical disciplines supporting marketing strategy development

Developing the Marketing Mix – The 4 Ps which focuses on the theoretical frameworks for executing operational marketing programs

Understanding the 7Ps of Service Marketing and discussing frameworks for identifying possible gaps